Brand Tone

Passionate & Purpose-Driven, Inspiring & Activist, Authentic & Relatable, Appreciative & Educational, Vintage-Inspired & Outdoorsy, Friendly & Inclusive

Brand Values

• •Conservation & Preservation
• •Activism & Advocacy
• •Education
• •Community & Collaboration
• •Responsibility & Impact
• •Quality & Purposeful Products
• •Inclusivity
• •Progression
• •Intentionality
• •Loving

Best Practices

• •Always Circle Back to the "Why": Every piece of copy, whether a product description or a social media post, should subtly or overtly connect back to the core mission of park conservation and leaving it better. This reinforces brand values.
• •Use Authentic, Passionate Language: Write with genuine enthusiasm for parks and conservation. Avoid overly corporate or generic phrasing. Use words that evoke a love for nature and a desire to protect it.
• •Incorporate Storytelling: Share stories of the parks, the projects being funded, or the people making a difference (volunteers, park rangers, customers). This makes the mission more tangible and relatable.
• •Maintain a Positive and Inspiring Outlook: While acknowledging the challenges parks face, the overall tone should be hopeful and empowering, focusing on how collective action can create positive change.
• •Be Inclusive and Community-Oriented: Address the audience as fellow park lovers and advocates. Use "we" and "us" to foster a sense of shared responsibility and community. Encourage interaction and participation.

Social Perception

Positive & Mission-Driven, High Quality & Stylish, Trustworthy & Authentic, Community-Focused, Effective & Impactful

Copy Examples

• •Instagram Post (Image: Person wearing a Parks Project tee in a national park): More than just a tee. It's a commitment. Every purchase helps us restore trails, protect wildlife, and keep our wild places wild. Wear the change you want to see in our parks. #ParksProject #LeaveItBetter #ProtectOurParks
• •Email Subject Line: Your Adventure Funds Our Future 🌲 (Email Body Snippet): When you gear up with Parks Project, you're not just preparing for your next escape – you're helping to ensure these incredible landscapes are here for generations to come. See the latest projects you're supporting...
• •Product Description (for a new fleece): Inspired by the misty mornings of [Park Name], this cozy fleece is your new go-to for crisp trail days and campfire nights. Crafted with recycled materials, it’s a warm hug for you and a helping hand for our national parks. A portion of every sale goes directly to [Specific Project in that Park].
• •TikTok Video Script (Visual: Quick cuts of volunteering, beautiful park scenery, people enjoying Parks Project gear): (Voiceover, upbeat & inspiring): Want to make a difference? It's easier than you think. Explore. Protect. Preserve. With Parks Project, every adventure gives back. Join us. Let's leave it better. #NationalParks #Conservation #GetInvolved #ParksProject
• •Facebook Ad (Image: Collage of Parks Project products and a park landscape): Fuel Your Wanderlust, Fund Our Parks. Shop gear that gives back and helps protect the wild places we all love. Discover collections that tell a story of conservation. Your purchase empowers vital projects in our National Parks. Shop Now & Make an Impact!